Hope For Tomorrow
SUMMARY OF SERVICE PROVIDED: SUITE OF LIVE ACTION CASE STUDY AND CHARITY FUNDRAISER FILMS
Dashing Duck Marketing - Gloucestershire - Video Production
Dashing Duck Marketing joined up with Hope for Tomorrow, a cancer care charity, back in the days when we were called Dashing Bear Productions and before we became the full marketing & creative agency we are now. Our goal was to help them reach cancer patients who could benefit from their services and help them raise funds and secure donations to continue helping people.
The videos produced some impressive results, such as raising £15,000 at one networking event alone. More details on the success of the video can be found below but, if you're only going to take one thing away from this project, we think our work here shows that good marketing can help charities expand their reach and help more people.
The Full Story
Hope for Tomorrow, a cancer care charity based in Gloucestershire, wanted to demonstrate how they partner with the various NHS Trusts to supply a Mobile Cancer Care Unit, and how it is beneficial to cancer patients. They wanted the films to reassure future patients by showing what they can expect on the unit, and also encourage key stakeholders such as Oncology Doctors to refer more patients to the service.
Overall, the charity wanted a series of films that raised awareness of the good work of the organisation, encouraged fundraising, and also showed how vital their service is for patients in giving them the space to have a life outside of cancer.
Our insight was that, to increase fundraising and awareness of the organisation, we needed to make the videos relatable, sensitive, and thought provoking, However, we understood that different films would be needed to show the different aspects of the charity. We quickly realised that one film would not cover all aspects of the brief, from raising awareness of how the unit operates and also effectively raising significant funds, so we got to work on multiple focused films instead.
We planned to produce 3 films featuring the cancer care unit: one focusing on what to expect, as well as two other films, one filmed on the same day that focused on a nurse, and a final one that focused on the driver. To capture the essence of what to expect on the mobile cancer care unit, we joined the team on board to film around patients who had agreed to be filmed, recording soundbites throughout the day. We wanted to capture the laughter and relaxed atmosphere on board the Mobile Cancer Care units, and spent time building relationships with the patients to put them at ease around the camera. We took a fly on the wall approach to capture the laughter and happiness that the unit brought to people, and to show that, more than just a medical setting that helped to treat their cancer, the unit is a place for them to talk to others about anything they felt like talking about. We took a similar approach with the day in the life of films.
To increase fundraising, we felt it was important to tell people’s stories away from a medical setting and put that person in a relatable environment such as their own family home. We spent a day each with 2 patients, Deborah and Madelaine, capturing home life and hearing about who they were as a person; allowing the audience to connect with them. We wanted to demonstrate the effect that cancer had on their life and how the cancer care unit gave them more time to spend with their family. Overall, We wanted to create an emotional connection between the patients and the audience so that they ask themselves the all-important question: what if that was me instead of her? We also produced a series of short social media films to help increase awareness alongside the main films by encouraging donations and conversation.
The most notable result from these videos was that Deborah's story was shown at a corporate networking event that saw donations of £15,000. The film then went on to raise further funds and awareness through social media. Another key result was that more patients were referred by Oncology Doctors to the unit, with patients actively asking to be placed on board the unit as they had seen the environment was more relaxed and gave them more free time.
Read more about our work with Hope for Tomorrow in our blog.